Lite-Sprites campaign revealed

Initially, the ‘multi-platform’ campaign for the Wowwee toy will show-off the collectability of the Lite Sprites within the world of ‘Lite-Topia’.

The first TV commercial goes live this week, focusing on entry products the Lite Sprites, the Prisma and the Lite Wand. Subsequent TV ads will introduce Deluxe Play-sets and the Tree of Lite. The TV advertising will finish in December.

Running alongside the TV campaign will be a four-week promotion on Nickelodeon. The Lite Sprites will star in a series of special one-minute mini-episodes. Broadcast daily, the cartoons will provide a backstory to the brand and will be combined into a longer omnibus edition, which will be aired on Saturdays and Sundays.

The Lite Sprites spots will direct viewers to a Nickelodeon micro-site where girls can win the toys. An interactive demo module will show how the Lite Wand lights-up the Lite Sprites. All of the promotional content will be available through the micro-site.

Sally Plumridge from WowWee UK said: "The partnership with Nickelodeon is not just creatively excellent, but it enables us to connect with our target audience in an impactful, engaging and immediate way.

"We have a phenomenal platform for launch with truly magical and engaging content that will be reaching girls strategically throughout their worlds."

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.